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MFE FAQs

When is the Expo?
Dates: March 13-15, 2017
Floor Hours: Monday 11am-5pm, Tuesday 10am-4pm and Wednesday 10am-3pm

How much time should I allow to attend?
The amount of time to visit the show varies for each attendee. Most attendees could spend an entire day on the show floor, finding new products, meeting with suppliers and viewing the specialty areas. Attendees that have a strong focus on education should allow more time to balance attending sessions with touring the exhibit hall.

Where is the Expo located?
Wisconsin Center
400 West Wisconsin Avenue
Milwaukee, WI 53203

How do I get there? Where do I park?
For convenient maps and driving directions, click here. Parking information is also on this page.

How much does it cost to attend?
Standard registration will cost $30 in advance or $45 onsite, per person. Restaurant members of the Wisconsin Restaurant Association receive a minimum of four free advanced registrations (members pay full price onsite.)

Are there special discounts available?
WRA members receive a code for four free advance registrations via email. Members may call 800-589-3211 to retrieve their lost registration codes.

Show Partners and special groups meeting at the Expo may also offer free registration for their attendees. Expo competitors may have special rates for their badge; contact the event coordinator for more information. Exhibitors at the Expo may have a limited number of Preferred Customer Passes to invite their customers to attend the Expo for free. All other attendees pay standard registration.

How do I register?
Click here to access online registration. Online registration accepts credit card payments. Cash, check and credit card payments are all accepted onsite.

What’s included with registration?
A single badge provides access to the Expo any or all three days, Buy Local Conference and Restaurant Marketing Symposium. Registration includes access to the exhibit hall, education sessions, keynote address, live culinary demos, networking opportunities and more. If any paid-for events are planned, they will be indicated during the registration process.

Every person attending the show will need a badge to have access to Expo features and events.

Will I receive my badge in the mail prior to the Expo?
We do not mail attendee badges. You’ll need to bring your confirmation email to the 3rd floor registration area in the Wisconsin Center to pick up your badge once you arrive at the show site.

Who attends?
The Midwest Foodservice Expo is a trade only event that is not open to the general public. Attendees should be directly involved in the foodservice and hospitality industry, working in customer service, food preparation or managerial roles. Businesses from every corner of the industry are invited, including restaurants, bars, caterers, bakeries, school cafeterias, hospitals, hotels, coffee shops, grocery stores, c-stores and more. No one under age 16 (including infants and toddlers) will be admitted into the exhibit hall.

Non-exhibiting suppliers are welcome to attend the Expo, but there is to be no soliciting by non-exhibiting suppliers within the exhibit hall or at affiliated Expo events.

Do I have to be a Wisconsin Restaurant Association member to attend?
No. The Expo encourages attendance from any individual involved in the foodservice industry, WRA member or not. More than half of attendees are not members of the association.

Who exhibits?
The Expo’s 270+ exhibitors range from local businesses to large national suppliers, manufacturers and distributors, and represent a wide variety of products and services. Click here to access the current exhibitor list and floorplan.

Is there a show app?
Yes. You can download the app onsite by scanning the QR code on the sign in registration. You may also access the app via the Expo website approximately one month prior to the show.

Are there any refunds on badge registrations?
Refunds for badges are not accepted; however badges may be transferred if requests are received prior to March 9, 2017. Attendees can manage the transfer process themselves within the Expo’s online registration system. Transfer requests received after the cancellation deadline or onsite will not be honored.

Can I leave the show and come back later?
Yes! You may come and go as you please over the three days of the Expo.

Is there a coat check at the Expo?
Yes, there is a coat check located on the third floor, near the registration area, for a small per item fee.

Is there Wi-Fi at the Expo?
Yes; Complimentary Wi-Fi is available throughout the show floor.

Who should I contact with questions?
Please feel free to contact us by email or phone 800-589-3211 at any time. Click here for a list of Expo staff contacts.

Note: As a trade event, media, patrons and event staff will be taking photos and video. By registering for the Expo, you are granting permission for your likeness to be used in Show representation.

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Wisconsin Restaurant Association
2801 Fish Hatchery Rd
Madison, WI 53713
800.589.3211 • 608.270.9950
608.270.9960 FAX